1 thought on “How to meet and guide customers' personalized needs”
Darlene
However, no matter what stage of the company, if you want to win the hearts of customers, you must ask yourself whether it brings unique value to customers? Because of the emergence of the public to the niche, especially the customer's needs, companies must not only drive the market, but also drive the market. From catering to consumption to guiding consumption, although we can't reach the realm of Jobs, and we can't do "to change the world if you live", at least we have to agree with the meaning of the existence of the enterprise, that is: either help the target customers solve existing problems. Either provide a different experience for target customers, either stimulate the hidden needs of potential customers, or provide customers with unique value. If you only provide a product that exists in the market, it is meaningless unnecessary product. In today's China, many bosses are very rich, but because they have no pursuit, they have no dreams. In the end, "the poor are left." This is why people often say that there are many successful businessmen in China, but few respected entrepreneurs. What is customer king? Take the "walking shoes", which people's universal needs, if the company can stand on the position of customers to see the problem, the first is to analyze what customers need to walk on the shoes, and what customers care about. For example, some people care about breathability, because their feet will sweat; some people care about comfort, because they often walk; some people care about lightness, and they don't like too heavy shoes. According to the needs of these customers, there are different brands of characteristics. GEOX emphasizes breathable. Each pair of soles of shoe have breathable holes, which can be released through the pores, which is waterproof and breathable. There is a spring pad under the feet. Because of the loose design, it feels comfortable to wear; ECCO emphasizes lightweight and comfortable, perfectly matched with the foot shape, and it feels easy after wearing it. There are so many shoe -making companies in China, but there are few brand -prominent brands. The reason is that many companies have not stood from the perspective of customers. Thinking about what customers really need? It can be said that any company or brand must have a heart to solve specific problems for customers. Take this heart to think, do things, and do everything possible to think for customers so that they can rise from catering consumption to guiding consumption. In fact, the world is fair. The more you think about your customers, the higher the return you bring you. As we all know, many companies want to take advantage of customers. Only smart companies such as Haidilao understand that it is the best strategy to make customers take advantage. In all fairness, everyone has a cheap psychology, so Haidilao provides a lot of free services and products, so that customers feel that they make money. In fact, this is a very clever "free model". Essence Many companies like to make superficial articles, stick corporate culture on the wall, and hang the smile service on the mouth, but I think the smile service is far from sincere service, that is, one to say one, two say two, do not find any excuses to go Deception of customers, flickering customers, can think in other places, and compare their hearts. Even if the company can make every service staff see the customer when they see the customer, they can show their eighth teeth, but if the service staff is unhappy, she has no sense of belonging to the company, and she has no sense of accomplishment for themselves. It is not in the heart that meets the standards, and customers can feel it. To dig out the potential needs of customers, in order to meet the personalized needs, Chinese companies must not stay on plagiarism and imitation. If it is understandable in the early period of capital accumulation, it is understandable to rely on plagiarism and imitation. Change business management ideas, and clear the brand differentiation positioning through strategic design. Of course, you must not be differentiated for differentiation. It must be based on the premise of creating unique value for customers, otherwise it will be inverted at the end of this. If a brand wants to keep customers remember and let customers like it, they must have their own personality. This personality will resonate and depend on the target customer and become a label for some people. Each brand must have its own characteristics. Everyone thinks that if Mercedes has the characteristics of BMW, BMW has the characteristics of Mercedes -Benz, do they still have the characteristics? When these two brands are similar in all aspects, how to win competition? Only the advertising war and price war are bound to be rising costs, increasing competition, decline in profits, and sadness. If you want to gain a foothold in a fierce competition market, you must first clarify the target market of the enterprise and know which part of the person is serving. Of course, to do this, there must be a niche thinking, rather than staying at the level of popularization. The wider the scope of a single product service is better. Take the Apple of Ruzhiki and Sky, when the market share of Apple mobile phones exceeds 20%, that is, the critical point of Apple mobile phones from small products to popular products. Once this point is passed, the high -end consumer group will no longer have Apple with Apple The mobile phone is proud, this is a forward -looking issue that has not yet happened. Is there any countermeasures once it happens? Of course, that is, the market segmentation and re -positioning of Apple's mobile phone products, such as turning a mobile phone into a series, such as ordinary Apple, silver apple, gold apple, etc., like Mercedes -Benz's C, E, S’s The series, or BMW's 3, 5, 7 series. After the target market is selected, the next job is to dig out the needs and desires that customers have not met. Take Lenovo's Le PAD as an example. If you do not follow the behind Apple, but follow the path of innovation, it will be easy to find a breakthrough. Think about it, who is most suitable for the current iPad? What are the most suitable for use? When a businessman travels on a business trip, he will face such a dilemma: with a heavier with a laptop, and there are some problems with the iPad: one is to use the iPad to receive the email. Ethernet sockets, and many hotel rooms do not have WiFi, and 3G is unstable; the third is that many commonly used files exist in a U disk. If you want to adjust it out or send it to others, there is no USB socket. If Lenovo can do it according to this idea, it can be positioned in business people, plus Ethernet sockets, plus USB sockets, and more software suitable for business people, which can be separated from Apple's iPad. Before Nike and Adidas entered the Chinese market, the Li Ning brand was already the first brand of domestic sportswear, but with the strong entry of Nike and Adidas over the years, the pressure on the Li Ning brand was increasing. There are two major world giants overwhelming, and there are many domestic cheap brands below. Li Ning is uncomfortable in the middle. Faced with this dilemma, where is the breakthrough of the Li Ning brand? Li Ning must first clarify who the target customer base is, that is, who Li Ning brand serves for. If a Li Ning brand cannot carry different groups, it is necessary to use the sub -brand to segment the market. For example, a certain series is a young man, a certain series is a middle -aged person, and a certain series is the elderly. In each series, there must be a clear grade, both cheap ordinary products, the main product of the mid -range, and more high -end flagship products. You must know that you can choose the right to choose, and let customers choose to choose the place where they are seated according to their hobbies, identities, and uses to guide consumption. Source: China Enterprise Management Network
However, no matter what stage of the company, if you want to win the hearts of customers, you must ask yourself whether it brings unique value to customers? Because of the emergence of the public to the niche, especially the customer's needs, companies must not only drive the market, but also drive the market. From catering to consumption to guiding consumption, although we can't reach the realm of Jobs, and we can't do "to change the world if you live", at least we have to agree with the meaning of the existence of the enterprise, that is: either help the target customers solve existing problems. Either provide a different experience for target customers, either stimulate the hidden needs of potential customers, or provide customers with unique value. If you only provide a product that exists in the market, it is meaningless unnecessary product. In today's China, many bosses are very rich, but because they have no pursuit, they have no dreams. In the end, "the poor are left." This is why people often say that there are many successful businessmen in China, but few respected entrepreneurs. What is customer king? Take the "walking shoes", which people's universal needs, if the company can stand on the position of customers to see the problem, the first is to analyze what customers need to walk on the shoes, and what customers care about. For example, some people care about breathability, because their feet will sweat; some people care about comfort, because they often walk; some people care about lightness, and they don't like too heavy shoes. According to the needs of these customers, there are different brands of characteristics. GEOX emphasizes breathable. Each pair of soles of shoe have breathable holes, which can be released through the pores, which is waterproof and breathable. There is a spring pad under the feet. Because of the loose design, it feels comfortable to wear; ECCO emphasizes lightweight and comfortable, perfectly matched with the foot shape, and it feels easy after wearing it. There are so many shoe -making companies in China, but there are few brand -prominent brands. The reason is that many companies have not stood from the perspective of customers. Thinking about what customers really need? It can be said that any company or brand must have a heart to solve specific problems for customers. Take this heart to think, do things, and do everything possible to think for customers so that they can rise from catering consumption to guiding consumption. In fact, the world is fair. The more you think about your customers, the higher the return you bring you. As we all know, many companies want to take advantage of customers. Only smart companies such as Haidilao understand that it is the best strategy to make customers take advantage. In all fairness, everyone has a cheap psychology, so Haidilao provides a lot of free services and products, so that customers feel that they make money. In fact, this is a very clever "free model". Essence Many companies like to make superficial articles, stick corporate culture on the wall, and hang the smile service on the mouth, but I think the smile service is far from sincere service, that is, one to say one, two say two, do not find any excuses to go Deception of customers, flickering customers, can think in other places, and compare their hearts. Even if the company can make every service staff see the customer when they see the customer, they can show their eighth teeth, but if the service staff is unhappy, she has no sense of belonging to the company, and she has no sense of accomplishment for themselves. It is not in the heart that meets the standards, and customers can feel it. To dig out the potential needs of customers, in order to meet the personalized needs, Chinese companies must not stay on plagiarism and imitation. If it is understandable in the early period of capital accumulation, it is understandable to rely on plagiarism and imitation. Change business management ideas, and clear the brand differentiation positioning through strategic design. Of course, you must not be differentiated for differentiation. It must be based on the premise of creating unique value for customers, otherwise it will be inverted at the end of this. If a brand wants to keep customers remember and let customers like it, they must have their own personality. This personality will resonate and depend on the target customer and become a label for some people. Each brand must have its own characteristics. Everyone thinks that if Mercedes has the characteristics of BMW, BMW has the characteristics of Mercedes -Benz, do they still have the characteristics? When these two brands are similar in all aspects, how to win competition? Only the advertising war and price war are bound to be rising costs, increasing competition, decline in profits, and sadness. If you want to gain a foothold in a fierce competition market, you must first clarify the target market of the enterprise and know which part of the person is serving. Of course, to do this, there must be a niche thinking, rather than staying at the level of popularization. The wider the scope of a single product service is better. Take the Apple of Ruzhiki and Sky, when the market share of Apple mobile phones exceeds 20%, that is, the critical point of Apple mobile phones from small products to popular products. Once this point is passed, the high -end consumer group will no longer have Apple with Apple The mobile phone is proud, this is a forward -looking issue that has not yet happened. Is there any countermeasures once it happens? Of course, that is, the market segmentation and re -positioning of Apple's mobile phone products, such as turning a mobile phone into a series, such as ordinary Apple, silver apple, gold apple, etc., like Mercedes -Benz's C, E, S’s The series, or BMW's 3, 5, 7 series. After the target market is selected, the next job is to dig out the needs and desires that customers have not met. Take Lenovo's Le PAD as an example. If you do not follow the behind Apple, but follow the path of innovation, it will be easy to find a breakthrough. Think about it, who is most suitable for the current iPad? What are the most suitable for use? When a businessman travels on a business trip, he will face such a dilemma: with a heavier with a laptop, and there are some problems with the iPad: one is to use the iPad to receive the email. Ethernet sockets, and many hotel rooms do not have WiFi, and 3G is unstable; the third is that many commonly used files exist in a U disk. If you want to adjust it out or send it to others, there is no USB socket. If Lenovo can do it according to this idea, it can be positioned in business people, plus Ethernet sockets, plus USB sockets, and more software suitable for business people, which can be separated from Apple's iPad. Before Nike and Adidas entered the Chinese market, the Li Ning brand was already the first brand of domestic sportswear, but with the strong entry of Nike and Adidas over the years, the pressure on the Li Ning brand was increasing. There are two major world giants overwhelming, and there are many domestic cheap brands below. Li Ning is uncomfortable in the middle. Faced with this dilemma, where is the breakthrough of the Li Ning brand? Li Ning must first clarify who the target customer base is, that is, who Li Ning brand serves for. If a Li Ning brand cannot carry different groups, it is necessary to use the sub -brand to segment the market. For example, a certain series is a young man, a certain series is a middle -aged person, and a certain series is the elderly. In each series, there must be a clear grade, both cheap ordinary products, the main product of the mid -range, and more high -end flagship products. You must know that you can choose the right to choose, and let customers choose to choose the place where they are seated according to their hobbies, identities, and uses to guide consumption. Source: China Enterprise Management Network